Digital marketing and E-commerce, what future for physical stores in the textile industry?

Thèmes abordés

Digital Marketing and E-commerce, textile industry, physical stores' future, online stores, digital technology, digital marketing strategies, digital SOSTAC, social media, brick and mortar stores, Chanel case study, online shopping

Résumé du document

Changes in consumer behavior along with a world in which everything is getting digitalized require firms to rethink their marketing strategy in order not only to be able to identify and target market needs accurately but also deliver information and interact with the customers in real time thanks to Internet. The digital revolution has convulsed marketing to its heart with greater price transparency, delivery facilities, larger choice of products, convenience and the possibility of comparing prices of different brands, comparing products and scopes, encouraging therefore costumers to purchase online.

Among the most significant changes in the business landscape are the emergence of 'cyber consumers' and the cyber business-to-business world, and the entrepreneurship new business models, besides the place that smartphones, Internet, social medias are taking in our everyday life, it is logical to think what future is there for traditional stores.

Extraits

[...] Taking the example of Zara (or any other physical store) in France, they have the restriction to close doors and stop any commercial activity after 7pm. Thus, on their website, the customer can still do shopping Page 16 sur 29 whenever he wants regardless of the time and the place. “Where else can you do shopping, even at midnight, wearing your jammies?” “Shopping online is so much easier than lugging my daughter around with me, and you can find great deals just about everywhere, that make up for the shipping and handling fees.” “Online shopping will become a necessity for most of the people in the world. [...]

[...] An online store', Small Business Chron, Daly, L. and Bruce, M. (2002) use of e-commerce in the textile and apparel supply chain', Qin, P.Z., Chang, Y., Li, S. and Li, F. (2014) E-commerce strategy Hortemel, M. (2015) Why e-commerce textile stands out from the other sectors. Available at: http://blog.contentsquare.com/ecommercetextile/ (Accessed: 31 May 2016) United Kingdom Warehousing Association (2014) Available at: https://www.aeb.com/multimedia/uk/docs/articles/ukwa-09-14-ecommerce.pdf Page 25 sur 29 Agrawal, A. (2016) Does eCommerce success mean physical stores will disappear in the future? [...]

[...] Available at: http://www.huffingtonpost.com/aj-agrawal/does-ecommerce-successme_b_8904146.html Wong, J. (2013) Online store vs. Physical store - what's the difference? Available at: http://www.websitebuilderexpert.com/online-store-vs-physical-store-whats-the-difference Mooney, H.R. (2012) Top 4 benefits of a business selling online vs a physical store - women in ECommerce. Available at: http://wecai.org/top-4-benefits-of-a-business-selling-online-vs-aphysical-store Quora.com. (2016). Will E-commerce replace all the physical stores in the near future? [...]

[...] If no, why do some brands don't want to go digital and prefer staying traditional? We'll find the answer in the next paragraph in which a big luxury brand refuses categorically to sell its clothes and accessories online. CHANEL “Ready-to-wear” case study “Fashion is about clothing, and clothing you need to see, to feel, to understand,” -Bruno Pavlovsky, Chanel's president of global fashion The luxury brand doesn't sell it clothes and accessories online for numerous reasons, and it is believable, that they'll never be anyways. [...]

[...] This said, by 2016 everything got digitalized and marketing an e-commerce is getting more and more common. We're living in a digital world, actively developing where firms are taking advantage out of it, not all of them, but mainly the most are following the trend of digitalization. Consumers are getting empowered by internet which connects the whole continents of the world, creating a kind of borderless economy. Then, what marketing strategies are there in such a special form of economy? [...]